Joe & The Juice Secures UAE Investment at $1.8bn Valuation to Support Global Franchise Expansion

Joe & The Juice Secures UAE Investment at $1.8bn Valuation to Support Global Franchise Expansion

UAE-backed investment in Joe & The Juice highlights Gulf investors' growing role in international restaurant brands and franchise expansion.

The growing influence of Gulf investors in the international food and beverage industry is highlighted by a strategic investment in Joe & The Juice, the Danish-founded restaurant chain specialising in juices, coffee and sandwiches. Emirates International Investment Company (EIIC) has acquired a minority stake in the business in a transaction that values the brand at $1.8 billion (AED 6.6 billion), strengthening its financial and strategic ties with the United Arab Emirates (UAE).

A Strategic Investment Strengthening UAE Ties

The investment represents a significant development in Joe & The Juice's relationship with the Gulf region. Through EIIC, the company gains a strategic partner with connections to National Holding Group, reinforcing the brand's links with UAE-based investment capital.

General Atlantic, the existing majority shareholder, will retain control of the business following the transaction. The agreement therefore introduces additional strategic investment while maintaining the company's existing ownership structure.

For Gulf investors, the transaction illustrates the potential of established international restaurant brands with recognised identities, strong consumer appeal and opportunities for international expansion across multiple markets.

Joe & The Juice Accelerates Its International Development

Founded in Denmark, Joe & The Juice has developed an international restaurant network of more than 480 locations across 23 markets in North America, Europe, the Middle East and Asia. Its growth is supported by demand for its health-focused food and beverage offer, alongside rising same-store sales and continued investment in digital channels.

The company is pursuing further international development through a combination of company-owned restaurants and franchised locations. This strategy allows the brand to expand its geographical presence while relying on different operating and investment structures depending on the market.

Franchising has become an increasingly important component of this approach. Joe & The Juice opened its 100th franchise location in 2025, demonstrating the growing contribution of franchise partnerships to its international network.

Gulf Capital and the International Franchise Landscape

The transaction also reflects the broader role that investors from the Gulf Cooperation Council (GCC) can play in the development of international consumer and hospitality businesses. By investing in established restaurant concepts, regional investment groups can support their growth ambitions and strengthen commercial relationships with global brands.

For international franchisors, partnerships with investors based in the Gulf can provide access to strategic capital, regional business networks and a better understanding of local markets. These relationships can be particularly valuable when developing franchise expansion strategies across the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman.

The restaurant sector offers opportunities for investors and franchise operators interested in concepts that combine brand recognition, adaptable formats and scalable business models. However, successful regional expansion also depends on market positioning, operational consistency and the ability to adapt to local consumer expectations.

Investment Partnerships Supporting Future Restaurant Growth

Joe & The Juice's latest investment highlights how international restaurant groups can combine established brand identities with strategic capital from the Gulf to pursue further growth. While EIIC's investment does not represent a confirmed expansion commitment in any specific GCC market, it strengthens the company's relationship with the UAE and adds another dimension to its international development strategy.

For the Middle East franchise industry, the transaction illustrates the growing intersection between regional investment groups, international restaurant brands and franchise-led expansion. As Gulf investors continue to explore opportunities in the global food and beverage sector, strategic partnerships could play an increasingly important role in shaping the next generation of international restaurant networks.

Middle East Franchise Editorial Team